Discussion

In this report on Customer Insight, the aim is to understand the importance of consumer behaviour which has long been recognised by the business organisations, regardless of their shape, size or industry. Consumer behaviour forms the base for a large range of business activities from the development of products and services to sales and marketing as well as customer services. The purpose of this report is to present the manner in which the consumers makes their decision, brings development within their perception for the companies, evaluating the prices as well as companies which are essential for long term growth and survival of the business. For the demonstration of the key role of consumer behaviour, the theoretical concept will be applied to analyse the organisation Nike as well as their advertisement campaign by the name ‘Find Your Greatness’ focusing on everyday athletes and coincides with the Olympic game in London, England, 2012 (Hotcoursesabroad.com 2022).

Nike launched their advertisement campaign by the name ‘Find your Greatness’, which is a powerful message generated to inspire everyone who are aiming to achieve their greatness or moment in sports. The campaign’s centrepiece has been the ‘Find your Greatness’ film which breaks through the social media as well as digital channel on the 25^th of July, which is supported by the global YouTube homepage and promotions were conducted on 26^th of July. The campaign accelerated through the global Twitter #findgreatness campaign which is promoted through the hashtag in order to ignite conversations among the consumers throughout the world on how the athletes from different parts of the world possess their own greatness. The aim of this advertisement campaign has been to inspire every individual for their own personal achievement through Nike+ Running, Nike+ Training, Nike+ Basketball and Nike+ Fuelband for enabling the everyday athletes all over the glove in order to measure their own performances as well as to motivate them do achieve more. The Nike+ digital space has more than 8.5 million members all over the globe and this series along with the ‘Greatness is Ours’ has been launched for motivating people through their digital mission (Nike News 2022).

The target audience or primary target for the ‘Find your Greatness’ campaign is the group of listed athletes and their secondary target are the general people other than athletes, who are actively participating in sports. The idea for this particular campaign is to launch and inspire the athletes through the world as well as singling out the individual collaboration, success as well as goals for every athletes individually. The aim of Nike through this campaign is to send an encouraging and strong message to the athletes across the globe for the achievement of a greater satisfaction and success (Szmigin and Piacentini 2018).

Campaign Background

The consumer behaviour theory which has been portrayed through this marketing campaign launched by Nike is the Theory of Reasoned Action, stated by Martin Fishbein and Icek Ajzen. The theory has been originally initiated by putting emphasis on the relationship between the pre-existing attitude which the consumers bring with them while making the purchasing decision and marketing (East et al. 2021). As per the theory, the consumer will act on the behaviour which they believe will receive or generation a certain outcome, otherwise or familiar. Here, a rational decision making process plays a major role when it comes to driving the consumer in order to make the purchases. This particular consumer behaviour theory will lean towards the importance of specifying the over obtuseness, whereby the consumer might only adopt certain actions which will provide them with the reason in order to believe that there will be specific desired outcome (LaCaille 2020).

Starting from the phase where the consumer decides in order to move ahead with the decision to the phase where the actions are finished where the consumer can either change their mind or they will be selecting a different action course. This has further led the marketers and brand towards several insights, where the first one is for them to associate the purchase with the certain positive results (Sethna and Blythe 2016). The theory focuses on the crucial aspect of taking the consumer through such a sales pipeline, rather than making them idle, where there are opportunities for interaction for the purchase or to decide whether the money should be spent on the competing brand. The theory focuses on the consumer believes, intentions and attitudes in order to predict the future behaviour, where consumer form their actions consciously before behaving in a certain manner and their perception and expectations from other individual to perform certain behaviour is controlled by the normative believes (Yzer 2017).

Another theory which will be applicable on Nike brand and for their marketing campaign is Motivation-Need Theory which has been launched by Abraham Maslow, where the theory insists that any individual will act in order to satisfy or fulfil their needs on the basis of system of five major priorities of increasing importance which are physiological survival, safety, love, esteem, and self-actualization (Parsons, Maclaran and Chatzidakis 2017). This theory has been utilised through the market and business in order to justify the reason for them to launch a consumer oriented marketing message which are necessary for the sales success or conversion, by appealing to the consumer in such a manner that it will relate to their marketing campaign and level of needs for them to prioritise their purchasing which will further instil urgency and significance (Onputtha and Chienwattanasook 2019).

Target Audience

It is witnessed that the markets who has a higher understanding of this motivation-need consumer behaviour theory, they can effectively develop marketing campaign and advertisement around the artificial need which they can operate within the consumer. The basic motives or needs are linked to the consumer behaviour through the theory of motivation which assets to certain aspects such deprivation after gratification, the lesser potent needs will emerge upon gratification of the higher preponderant ones and the process is a dynamic one where deprivation is driven to dominate (Reisch and Zhao 2017). The marketers needs to consider the motive of the potential customer base in order to receive a higher sales number. Buyers generally possess several motives which influence purchasing decision and each of them changes with several elements. Therefore, the marketers can cater to the customers by changing their marketing strategy in such a manner that the conflicts are resolve which can be arise when the consumers possess different choices between two similar products and both are crucial to them or the form of conflict which arises when the consumer has decide to purchase, although are unsatisfied with their feature (Filak and Nicolini 2018).

The third consumer behaviour theory which has been applied by Nike for their marketing campaign is the Theory of Buyer Behaviour which is one of the core concepts that present the buyer’s behaviour which is also known as the purchasing behaviour and usually that type of behaviour is reliably repetitive as well as are prone to the development of a familiar purchase routine in order to same them time along with simplifying the entire process of decision making. The theory majorly seeks for the identification of the elements present within the decision making process as well as noting any changes which might occur or are generated from either a social environment or commercial that the brands can utilise to influence the consumers (Chia et al. 2016).

As per this particular consumer behaviour theory, one of the preferred choices of buyer towards any brand is highly informed from their motives, course of action, alternative choices and any other decisions mediators which combines with the motive of the alternatives. By understanding the alternative brands in the market, the mediators and the brand which the consumer is aware of, there remains a gap which the marketers needs to fulfil. There is additional opportunities for the brand when there is a new buyer in the market for purchasing the particular type of products, however, lacks knowledge and experience (Javornik 2016). Such a buyer received information as well as accidently received them from the third party which are required to compare the previous form of products or utilising similar process while making new decision. The buyer develops these decision mediators which are required for reliably selecting the brand in the future basis of the potential for the satisfaction of the motives held by the buyer (Trinh, Romaniuk and Tanusondjaja 2016).

Identification of Consumer Behaviour Theories

The Theory of Reasoned Action has been applied by Nike in their ‘Find Your Greatness’ campaign by focusing on the relationship existing between the marketing and the already existing attitude which the consumer has while making the purchasing decision. Consumer attitude is one of the major factor when it comes to the purchasing decision making process which is referred to the favourableness or unfavourableness which an individual has towards a certain product. The consumers have a perception that the Nike brand is associated with fashion or style as well as innovation which are two of the important purchasing intentions in apparel industry (Liu, Segev and Villar 2017).

As per this theory, the consumer acts on the behaviour which they believe will generate or create certain outcome. The ‘Find your Greatness’ campaign has aimed to influence the behaviour of the consumer by sending a motivating and inspirational message to the customer with which they can relate and identify with. The campaign focuses on the everyday athlete knowing the fact that majority of their consumer do not compete in the Olympics and fall in the customer base who are high school basketball players, cyclists, morning joggers and swimmers. The film has been generated in such a manner that it will address the consumers’ already existing attitude towards sports in general and the effort as well as products which will be required by them to reach the position of an athlete. The campaign is sending the message to the consumers that their certain specific action by purchasing their product range will led them to achieve the specific and desired outcomes and results (Nguyen, de Leeuw and Dullaert 2018).

The Motivation-Need theory has been applied by Nike in their ‘Find Your Greatness’ campaign through which individuals’ needs have been addressed for them to act in such a manner that it will satisfy their needs. Usually, the Motivation Need theory consists of five priorities on an increasing importance basis namely psychological survival, safety, love, esteem, and self-actualisation. Here, Nike has addressed the aspect of the goal which are generic and product-specific in nature. In the Motivation-Need theory, Nike has and try to get the self-esteem needs and self-actualisation needs, where self-esteem needs are those requirements within an individual that are related to their status, self-esteem, and prestige where an individual in this particular stage aims to be above the usual level in comparison to the others in order to achieve a mental satisfaction (Simamora 2021).

Theory of Reasoned Action

The self-actualisation need is the highest stage in the hierarchy system where individuals into excel in their particular field as well as improve their levels of achievement. Through this particular campaign launched by Nike,  they have focused on every day atletes as well as full-fledged athletes and have addressed the need to reach the hierarchy stage of self-actualisation Where there are aiming to improve their particular skills in the field of sports and reach a certain level of achievement in the Olympics. Through the inspirational and motivational film about the average athletes, who are pushing their limits as well as finding their greatness is a means to influence the consumer base to influence that their products will help them reach the level of success which they are aiming for (Voramontri and Klieb 2019).

The theory of buyer behaviour has been utilised by Nike for their ‘Find Your Greatness’ campaign by addressing the purchasing behaviour of their loyal consumers who are considered for their reliably repetitive as well as the establish a familiar purchasing pattern which helps them to simplify their decision-making process as well as save their time. The advertisement campaign launched by Nike is not only addressing the champion athletes or the record-breaking athletes, who are striving to excel in their own pace, terms, and personal goals. Through this marketing campaign, they are sending a powerful message which will inspire their regular and loyal consumer base who have been utilising their shoe wear and will consider this advertisement campaign as a motivational aspect to achieve their own greatness in sports by providing them with a shoe wear range for the same (Trihatmoko 2020).

Nike’s “Find Your Greatness” has been initiated through the centerpiece of the film which has broken through the social media channels and different digital channels on 25th of July where it was supported by the global YouTube homepage promotion on the 26th of July. The campaign has been elevated through the global Twitter #findgreatness hashtag which has been promoted through this in order to initiate conversation around the athletes who are present everywhere in the world and for them to achieve their greatness. The promotional film has appeared on television in over 25 countries on the 27th of July. The digital eco-space of Nike+ has more than 8.5 million members all over the glove and the brand has created a series of digital mission which has been generated to motivate people where August 12th has been one of their most active participants recorded through an entire day (Salazar, Mills and Veríssimo 2019).

Motivation-Need Theory

Individuals who are actively participating in this campaign have shared their achievements and activities through their social media channel which has been displayed on Nike+ Fuelstream which is a dynamic online stream of consumer comments and imagery and are elevated on social media channels such as @nike, @niketraining, @nikerunning and @nikebasketball. Presently, the advertisement campaign has around 8.5 million views as well as hundred and ten thousand likes on their YouTube film which has been created for the purpose of this campaign. The advertising campaign has been utilised for this purpose are brand recognition, brand awareness and brand consideration (Biaudet 2017).

They have promoted this marketing campaign through three major elements of promotional mix namely, public relation or publicity, advertisement as well as interactive or digital aspect in order to spread their message. On 26^th of July, the campaign film has been premiered through online means which has been supported on the global YouTube homepage promotion. The commercial has been aimed to inspire as well as energise the everyday athletes in order to celebrate their achievement as well as enjoy the thrill in sports at their own personal level. Lastly, they have utilised the Post-Olympic print advertisement which is shared though the ordinary people and their sports stories which has been submitted for the purpose of campaign.

The campaign started during the Olympics and has been supported the message around the world by sharing their support and talent. They are also posting regular videos on their YouTube channels emphasising on the everyday athletes and are indirectly selling the messages which are shareable and interesting. The campaign has achieved 430,600 mentions on an average day throughout the campaign, 63% of the individuals are interviewed through Nike, 10 million plus views on their YouTube campaign video as well as having the most active day which has been tracked through 596 million Fuelpoints through Nike+ (González-Sanguino et al. 2019).

Nike can include the Engel Kollat Blackwell Model within their marketing campaign where the natural evolution of ideas takes place in four phase process which influences the manner in which the consumer undertakes their purchasing decision, in the manner of input, processing information, decision making stage and variables present within the decision making process. In the first phase of input, Nike needs to pass the consumer through the marketing material in the form of billboards, online advertisement or in person displays, after which they could have processed their information by combining the input with the consumers’ expectation and experience in order to take appropriate decision given the present circumstances (Nguyen et al. 2020).

Theory of Buyer Behaviour

The brand needs to cater to their rationale insight which will lead them to the next and undertake the purchasing on the basis of the information collected. The decision making process consist of phases such as recognising the needs, searching for information, evaluation the present alternatives, purchasing as well as post-purchase outcomes. This model will be especially beneficial for consumers’ decision making process as it provides valuable information relating to their advertisement campaign as well as the product associated with it.

Another consumer behaviour theory which Nike could have included within their Hawkins Stern Impulse Buying where the brand can cater to their impulsive behaviour which will be fitting to the tendencies towards a more rational purchasing decision. The impulsive decision are influenced by several external stimuli which Nike can cater to in order to promote their advertisement campaign as well as to their loyal consumer base. Nike can opt for the fourth level which consist of planned impulsive purchase where the consumers are deliberately aware of their decision relating to the purchase, however, they are wary of the specifications or the type of feature they are looking for (Gao et al. 2020).

Conclusion 

Therefore, to conclude this report on Customer Insight where the reference of Nike has been undertaken along with ‘Find your Greatness’ brand campaign, it can be deduced that the brand has opt to address the full-time and everyday athletes during the Olympics 2012, where they are aiming to send motivational message to the audience who through Nike and their product range can achieve their desired level of achievement. In this campaign, the consumer behaviour theories which has been utilised are Theory of Reasoned Action, Motivation-Need Theory and Theory of Buyer Behaviour, although they can further include framework such as Hawkins Stern Impulse Buying and Engel Kollat Blackwell Model to further enhance the marketing campaign.

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